Tag: Maha Kumbh

  • Good Day campaign brews up a chai-time takeover with headlinesh push

    Good Day campaign brews up a chai-time takeover with headlinesh push

    MUMBAI: You take a sip of hot chai, and like magic, the round shape of a Britannia Good Day biscuit appears in your mind. Sounds familiar? That’s exactly the insight driving Headlines, Britannia’s latest campaign settling the age-old debate of which biscuit pairs best with chai.

    Rather than showcasing the biscuit itself, Headlines plays on a clever visual trick, the way a steaming cup of tea seemingly brings Good Day to mind. This whimsical approach, crafted by Talented.Agency, solidifies Good Day’s place as the ultimate chai companion without even needing to show the product.

    “Britannia Good Day isn’t just a biscuit, it’s an unmissable part of India’s chai ritual,” said Britannia general manager – marketing Archana Balaraman. “This campaign reinforces that connection in a way that’s fun, scalable, and instantly recognisable.”

    The brand has already taken the concept to the streets, launching across IT park food courts, modern trade stores, and the humble chai tapri. Earlier this year, Britannia teamed up with Chai Point at the Maha Kumbh, ensuring lakhs of chai lovers enjoyed their tea with Good Day.

  • Havells’ heated ad warms Maha Kumbh pilgrims amid freezing temperatures

    Havells’ heated ad warms Maha Kumbh pilgrims amid freezing temperatures

    MUMBAI: At this year’s Maha Kumbh in Prayagraj, where icy winds tested the resolve of millions, Havells and Tribes Communication unveiled a groundbreaking campaign ‘The Coolest Hot Ad’. Unlike conventional advertising, this initiative didn’t just capture attention; it provided tangible relief.

    Strategically placed at key congregation points, the installation radiated heat, offering much-needed warmth to shivering devotees. The response was immediate people gathered, lingered, and spread the word, transforming the ad into an experiential attraction.

    Powered by advanced thermal technology, the campaign showcased Havells’ energy-efficient heating solutions in action. Havells vice president Mukesh Jain highlighted the deeper impact, “True brand engagement goes beyond visibility. This initiative wasn’t just an ad it was an experience that brought real comfort to millions.”

    The overwhelming response reinforced the power of innovation-driven advertising. Tribes Communication MD & chairman Gour Gupta described it as a fusion of tradition and technology, stating, “‘The Coolest Hot Ad’ reflects our approach to modern brand storytelling engaging, impactful, and unforgettable.”  

  • Divine confluence: inside Megha Tata’s spiritual odyssey at the Maha Kumbh

    Divine confluence: inside Megha Tata’s spiritual odyssey at the Maha Kumbh

    MUMBAI:  It’s been around  a year  since media industry veteran Megha Tata – who has led channels such as Turner International,  HBO, Bloomberg TV, Discovery – has held a steady job. It’s been by choice. After slogging it out from 1992 when she was an executive with Sunday Mail, and then for more than a decade with Star India, she believes she deserves the rest. She has been happy lending her services to corporate India as a financial adviser and an independent director.

    Her husband Ariez is in total agreement with her choices. An entrepreneur, he too has decided to slow down on the blistering work front and, along with Megha, they have been exploring themselves individually, each other and the world. 

    Normally seen in suits and sarees, these days Megha appears to be more comfortable in jeans, boots, salwar kameez’  and a backpack as she lives out every senior executive’s dream – to have  a complete balanced life, rather than being  caught on the treadmill of corporate achievement alone. 

    Megha and Ariez have been gathering mileage – both on flights and on Indian  roads. It’s been motorcycle rides to nearby towns of Mumbai as she unwinds the years of tension of corporate meetings and targets from her sinews. Meditation, discourses from Sadhguru of the Isha foundation is what have been keeping both of them occupied apart from their freelance assignments.

    So when Megha and Ariez decided to get to Maha Kumbh, like many of her other exploratory journeys, she had no idea what she was getting into, though the duo  had planned out everything. What she discovered was that it was far more than a religious gathering – it was a masterclass in spiritual immersion, logistical precision, and the harmonious blend of ancient traditions with modern conveniences.

    The secret to Tata’s seamless experience lay in strategic choices that might seem counterintuitive to luxury travelers. Eschewing traditional comforts, she and her husband opted for motorcycle taxis over cars, transforming potential logistical nightmares into smooth spiritual passages. 

    “There was a method in the madness,” Tata reflects, describing how these agile two-wheeled vessels became their chariots through the sea of humanity.

    The decision to travel light – carrying only backpacks – proved equally crucial. Where others might have struggled with unwieldy suitcases, Tata and her husband found freedom in minimalism. This mobility allowed them to weave through the crowds with ease, their motorcycle taxis navigating paths where cars would have stood helplessly gridlocked.

    Their accommodation at Royal Kumbh, managed by The Secret Camp, offered a striking contrast to their minimalist transit strategy. “It was a beautifully organised setup,” Tata shares, describing their tent positioned along the Ganga’s sacred banks. This thoughtfully curated space provided not just luxury, but a serene sanctuary for reflection between spiritual immersions.

    The location proved strategic, offering easy access to the heart of the Kumbh while maintaining a peaceful distance from the most crowded areas. The blend of comfort and spirituality allowed them to fully absorb the profound energies of the gathering without being overwhelmed by its scale.

    naga baba
    What makes Tata’s journey particularly compelling is its transcendence of religious boundaries. Her husband’s Parsi heritage adds a fascinating dimension to their shared spiritual quest.

    “For us, this journey was not about religion but about experiencing the energy and being part of a once-in-a-lifetime event,” she explains, highlighting how the Kumbh’s spiritual magnetism crosses all denominational lines.

    Their experiences ranged from witnessing the dramatic presence of Naga Babas to finding kinship among fellow Isha Meditators.

    “It was incredible to witness people from all walks of life, rich or poor, from every background united in devotion,” Tata recalls.

    The sacred dip in the Ganga became a powerful symbol of unity, where the waters “seemed to embrace everyone, symbolising inclusivity and faith at its purest.”

    In an interesting contemporary twist, Tata acknowledges social media’s role in amplifying the Kumbh’s reach. Rather than viewing this digital dimension as a distraction, she sees it as a bridge making this ancient gathering accessible to a global audience. “While some may see it as a double-edged sword,” she notes, “it has undeniably helped bring attention to the event.”

    With an estimated 40-50 crore visitors, the event’s smooth operation stands as a testament to administrative efficiency. The Uttar Pradesh government and police force orchestrated what Tata describes as “organised chaos,” creating an environment where spiritual seeking could flourish unimpeded by logistical concerns.
    For Tata, who has been on a spiritual path for over a decade, the Kumbh experience served to deepen her existing practice.
     

    royalkumbh

    “The experience strengthened my faith in spirituality and reaffirmed my connection to this path,” she reflects. Even as her daughters remained distant – one in Bangalore, another in the United States – the journey became an intensely personal chapter in her spiritual evolution.

    As the Maha Kumbh approaches its conclusion on 26  February, Tata’s experience stands as both inspiration and practical guide for future pilgrims. Her journey illuminates how this ancient gathering has evolved to meet contemporary needs while preserving its spiritual essence. In navigating the delicate balance between comfort and authenticity, tradition and modernity, Tata’s story offers valuable insights for anyone drawn to this extraordinary confluence of faith, humanity, and divine energy.

    Her parting advice to potential visitors encapsulates the wisdom gained and can be applied to our daily lives as well. As she says, plan thoughtfully, travel light, embrace the unexpected, and remain open to the transformative power of the journey (to the Maha Kumbh or)  of your life. In doing so, you  too might discover, as she did, that both the Maha Kumbh and your daily experiences offer a far lot more –they  provide a gateway to profound spiritual awakening.

  • Artists and Coca-Cola India use comics to inspire change at Maha Kumbh 2025

    Artists and Coca-Cola India use comics to inspire change at Maha Kumbh 2025

    MUMBAI : At Maha Kumbh 2025, comics and visual art are driving a powerful environmental message, turning the event into a catalyst for change. Led by Gaysi Family in partnership with Coca-Cola India and its foundation Anandana, the Maidaan Saaf campaign brings together renowned artists, including Aravani Art Project and Priyankar Gupta, to craft compelling visual narratives. Through striking illustrations, the initiative promotes waste segregation, recycling, and recognition of sanitation workers, making sustainability both engaging and impactful.

    These illustrated panels, integrated into women’s changing rooms made from recycled plastic waste, span a 12-km stretch of the river ghats. They depict relatable characters and everyday scenarios, demonstrating the impact of responsible waste management. The initiative not only educates visitors but also highlights the dignity of sanitation workers, emphasizing how proper waste segregation supports their essential work.

    “Using art to communicate complex ideas in a simple, accessible way is key to inspiring behavioral change,” said Gaysi Family creative director Priya Dali. Illustrator Gupta added that comics, like traditional Patachitras, are powerful tools for mass communication.

    With millions attending the Maha Kumbh, Coca-Cola India’s ESG Value Creation senior director Saloni Goel, sees this as a unique opportunity to instill lasting environmental responsibility. “By blending art, culture, and sustainability, this campaign fosters meaningful shifts in public attitudes,” she stated.

    Through creative storytelling, the Maha Kumbh is not just witnessing history it’s shaping a more sustainable future.

  • Red FM’s floating studio sets sail at Maha Kumbh 2025

    Red FM’s floating studio sets sail at Maha Kumbh 2025

    MUMBAI: A cosmic calendar turns its mythical pages, and you’re alive to witness the celestial phenomenon of the Maha Kumbh 2025—a spectacle so rare it happens once every 144 years. It’s not just a gathering; it’s humanity flowing like rivers merging at the Sangam, a spiritual concert headlined by divinity itself.

    But wait—your boss just denied your leave. Ouch. Forget setting foot on the holy sands; you’re stuck in your cubicle, drowning in deadlines while your soul craves the chants of sages and the aroma of faith.

    Well, what if your morning radio show could teleport you to the mystical banks of the Sangam?

    Red FM, India’s beloved radio network, is doing just that! This Maha Kumbh 2025, Red FM takes its audience on a 39-day cultural journey with The Voice of Kumbh, blending soulful music, spiritual insights, and captivating podcasts into an unforgettable experience.

    Red FM isn’t just playing your favourite hits; it’s turning your commute into a spiritual voyage. The highlight? A floating studio broadcasting live from the confluence of the Ganga, Yamuna, and the mystical Saraswati rivers. Think soulful performances by young prodigy Gungun Jaiswal, poetry by Shivam Bhagwati, and classical strains from Rishi Mishra of the Banaras Gharana, all against the serene backdrop of the Sangam.

    Who wouldn’t want to start their day with this blend of tradition and tranquillity? Oh, and you can actually join the “Boat to Sangam” experience by winning daily contests hosted by Red FM. Tempting, right?

    For those who live for stories, Parikrama Prayagraj Ki dives into the fascinating history of Prayagraj’s six iconic temples. Whether it’s the Nagvasuki Temple or the serene Bharadwaj Ashram, Red FM’s Morning RJ will walk (and talk) you through the ancient tales and spiritual significance of these timeless sites.

    And if podcasts are your jam, Red FM has you covered with Katha Kumbh Ki. Featuring astrologer and spiritual mentor Anita Doval, this series delves into the myths and history of the Kumbh Mela. Want to know why millions gather for the ‘Shahi Snaan’ or the origins of this age-old tradition? Tune in and let Doval unravel these mysteries in her soothing voice.

    Keeping things practical, Red FM will share daily updates on the ‘Shahi Snaan’ schedules and essential information from the government. No more fumbling through WhatsApp forwards—this is your one-stop guide to navigating the Kumbh chaos.

    Ganesh to Ganga, Red FM has it all covered!

    Turn up the radio, tune into spirituality, and let Red FM sail you through the Maha Kumbh 2025. Because where else can you find the Sangam spirit on your morning drive?

  • Kansai Nerolac transforms Indira Bhavan as a tribute to the legacy of Maha Kumbh

    Kansai Nerolac transforms Indira Bhavan as a tribute to the legacy of Maha Kumbh

    MUMBAI: In an endeavour to transform India through transforming lives, Kansai Nerolac Paints Ltd. (KNPL), pioneer of ‘Healthy Home Paints’, has beautified Indira Bhavan in Prayagraj in sync with the theme of ongoing Kumbh Mela 2019. The art-depiction on Indira Bhavan is to commemorate saints, sadhus, and pilgrims from all walks of life.

    Speaking on the occasion Kansai Nerolac Paints Ltd GM – marketing Peeyush Bachlaus said, “As Pablo Picasso had once said, the purpose of art is to wash the dust of daily life off our souls. The Kumbh Mela is graced by millions of devotees who travel to the pilgrim centre from all cultures and walks of life to take the holy dip at the sacred ‘Triveni Sangam’. Depicting this spirit of MahaKumbh and synergising it with our belief of transforming India through transforming lives, we at Kansai Nerolac found it opportune to connect with our audiences by showcasing our homage to the city / the festival.”

    YUVA Foundation founder and Kumbh Art Festival curator Shantanu Gupta quoted, “It gives us immense delight to have partnered with Kansai Nerolac and be a part of the Kumbh. We have tried to assimilate the spirit of Kumbh through Nerolac shades that we have used in the mural on the facade of Indira Bhavan. Over the past few years, there hasn’t been enough attention given to artistic aesthetics in urban regions and the visual appeal it can bring to the cities in our country. And hence large-scale wall artwork during festivals is what our team looks at to change that trend. Under #AyodhyaArtFest and #KumbhArtFest, we have created cultural artwork on public and private walls in Ayodhya and Prayag respectively.”

    Apart from the painting the 30,000 sq ft area of the building, Kansai Nerolac has also actively participated with Delhi Street Art in beautifying the town of Prayagraj, by painting 10,000 sq ft of the city walls. Nerolac, along with extensive support from its paint trade dealer network will also act as distribution centres, will make over 3-lakh customised cans available for the devotees to carry the holy-water from the Ganges home. To retain the purity of the canned liquid, they will include a shankha made of alum to champion the cause of purifying the holy Ganges.